Client:Titos Handmade Vodka

Research Objective: Titos distills corn-based, gluten-free vodka in Texas. The vodka marketplace has grown increasingly competitive in recent years. Sparked by this competition, Titos wants to examine consumer behavior in the liquor store to help determine if there is a need for a packaging change, labeling change, or different marketing tactics.

Your Task:

1. Conduct some preliminary research about Titos vodka. What is the mission and company values? What type of experience does Titos promise to its customers? What does competition in the vodka market look like? Remember that you have a libguide for this course.
2. With a better understanding of the background, consider the observable phenomenon below. Try to identify at least 4 phenomena you could observe in an observational study. How would you actually go about collecting the information? How might the observations you make be used to help Titos meet its research objective?
3. Fill in the table below with your answers and upload.

Phenomena	Collection and Use
Artifacts
Body Language
Eye Movement
Facial Expressions
Physical Movement
Response Times
Spatial Behavior
Verbal Statements

Part 2: Focus Groups

Client:Titos Handmade Vodka

Background: Titos is interested in finding out if its website content is an accurate reflection of its values in the eyes of consumers. They are particularly interested in finding out what consumers consider to be the key differentiators for Titos compared to the other brands of vodka.

Your Task:

1. Develop a brief moderators guide that will work to address your chosen clients research objective. Your moderators guide should include the following components.
   1. Introduction (should include the role of moderator, purpose of the session, and ground rules).
   2. Ice breaker activity (should incorporate research topic in some way).\
   3. Series of open-ended questions to elicit conversation among participants.
   4. Two-three focus group activities from Chapter 4. Activities should be fleshed out with specific instructions for participants.